Lauren Conrad designing digital and real-world clothing “that project[s] a true sense of self”

The Hills star Lauren Conrad has developed her own fashion line, and it made its debut last night in Virtual Hills, MTV’s creepy online digital world modeled after the show.

The clothes will also be sold in the real world, however, because Lauren is a real designer, attending the Fashion Institute of Design in Los Angeles. “We’ve been working really hard to create sensible, yet trendy fashions that young girls can wear in their real life or virtual life and that project a true sense of self. I’m also excited to continue building relationships with my fans in Virtual Hills and then apply that feedback to my real-world designs,” Lauren said in a press release.

She appeared in Virtual Hills last night to open her fake boutique, LC, to sell the digital clothes, which “include casual-yet-sophisticated tops in an array
of colors and accented with layered necklaces,” according to MTV. Lauren “will look for feedback from virtual world patrons to help tailor the styles that make their way to boutiques later this year.”

Winning the award for most disturbing press release statement this year, MTV president Christina Norman said, “Our viewers make little distinction between their online and real-world personas, and the introduction of Lauren’s fashion line reflects their desire to embrace what they see on television and make it an integral part of all facets of their lives.”

MTV Teams with Lauren Conrad to Introduce First-Ever Virtual and Real-World Fashion Line… [MTV press release]

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about the writer

Andy Dehnart is a journalist who has covered reality television for more than 15 years and created reality blurred in 2000. A member of the Television Critics Association, his writing and criticism about television, culture, and media has appeared on NPR and in Playboy, Buzzfeed, and many other publications. Andy, 36, also directs the journalism program at Stetson University in Florida, where he teaches creative nonfiction and journalism. He has an M.F.A. in nonfiction writing and literature from Bennington College. More about reality blurred and Andy.